THE VITALY STORY #VITALYEVERYDAY VITALYDESIGN

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Claud Johns
5 years ago
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1 R E TA I L S A L E S + P R O D U C T K N O W L E D G E V I TA LY D E S I G N. C O V I TA LY D E S I G N # V I TA LY E V E R Y DAY

2 THE VITALY STORY In 2011, Shane Vitaly Foran answered his inner voice. Life was grinding him down. Craving a breather from a busy work and school schedule, he made a pilgrimage to Ubud, a quaint Bali town teeming with craftspeople. He sketched his first piece of jewelry there a two-finger ring made from black wood. When he returned to Toronto, his skateboarder, tattoo artist and DJ friends clamoured after the spare architectural pieces he brought back, so he decided to merge his business smarts with his newfound artistic outlet. Fast-forward four years, and everyone is wearing Vitaly. Hundreds of fashion retailers in Canada, the US, Europe, Asia and Australia carry the brand s unmistakable pieces. Since graduating from wood, there have been countless new designs that experiment with stainless steel, titanium, tungsten and ceramics. To keep up with ever-quickening demand, Shane makes bi-annual trips to Shenzhen to mock up his concepts right on the factory floor. Fuelled by the machine-shop process, he takes inspiration from the industrial nature of the manufacturing itself, resulting in the structural, contemporary accessories Vitaly has become known for.

THE VITALY STORY [FACT SHEET] WHAT: Vitaly makes accessories that are bold

fashion from street-style to surf-style to suit-style, there is a Vitaly

WHEN: Vitaly is based in Toronto, Canada.

3 THE VITALY STORY [FACT SHEET] WHAT: Vitaly makes accessories that are bold enough to make a powerful statement, but subtle enough to become a staple in our customer s every day wardrobe. WHO: Vitaly s pieces are unisex and fit the many faces of every day fashion from street-style to surf-style to suit-style, there is a Vitaly piece that s perfect for your vibe. WHEN: Vitaly is based in Toronto, Canada. MOTTO: DESIGNED WITH OUR FRIENDS IN MIND. We would never design something that is poor quality for our friends or over-charge them for a piece. These are qualities that will never change.

4 PRODUCT LINE SINGLE FINGER RINGS DOUBLE FINGER RINGS PENDANTS BRACELETS WATCHES FISHTAIL TEES SCOOPED TEES BASIC TEES SWEATERS

5 BRAND AESTHETIC CLEAN, CONTEMPORARY BACKDROPS COOL COLOURS (WHITE, GREY, BLUE) BRIGHT LIGHTING CONCRETE, WHITE MARBLE, METAL PANNELING

PRODUCT [MATERIALS] STAINLESS STEEL: Used in everything from cutlery to skyscrapers Similar appearance to silver Does not tarnish or rust Significantly harder than silver Will not discolour skin Can

6 PRODUCT [MATERIALS] STAINLESS STEEL: Used in everything from cutlery to skyscrapers Similar appearance to silver Does not tarnish or rust Significantly harder than silver Will not discolour skin Can be plated with various other metals TUNGSTEN: Used by the military to build projectiles Dark, metallic colouring Does not tarnish or rust The hardest natural metal can only be scratched by diamonds or other tungsten Will not discolour skin Can be plated with various other metals

7 THE PRODUCT [GENERAL INFO] QUALITY: Unlike most competitors at our price point, we do not use brass,copper, or base irons. All pieces are made from, or are combinations of, stainless steel, tungsten, ceramic, onyx and leather. In 2016 we moved from 0.4 micron plating to 0.8 on rings and watches. Pendants and bracelets have remained at 0.4 microns. PRICE POINT: Jewelry: $30-$80 Clothing: $34-$90 Watches: $

9 SPOTTED [CELEBS AND FRIENDS] NYJAH HOUSTON SKRILLEX // DJ SNAKE MARK McMORRIS DREW BEZANSON SPIZOIKY TEGAN & SARA DVBBS KOSTA WILLIAMS SHAUN FRANK KENDRICK LAMAR LIGHTS OLIVER HELDENS BILLY HUXLEY DIRTY PHONCS ZEDS DEAD V I TA LY D E S I G N. C O M TJ V I TA LY D E S I G N # V I TA LY E V E R Y DAY

of a box Make sure there is good lighting on the pieces

bracelets on bracelet spools and pendants on pendant holders)

Product looks best on dark wood, black suede, white concrete,

10 DISPLAY + POP RETAIL STANDARDS & TECHNIQUES: Our brand name is Vitaly, not Vitaly Design Never display a piece in or on top of a box Make sure there is good lighting on the pieces Preferably use our jewelry tag Maximize space (i.e. keep bracelets on bracelet spools and pendants on pendant holders) Don t put stickers on the jewelry Polish the pieces regularly Product looks best on dark wood, black suede, white concrete, or white marbel Clothing should be hung on a mid to high rack to show the cut

11 PROPER PRONUNCIATION VI TAL Y [VIH TAL EE]

UPSELLING TECHNIQUES PAIRING AND STACKING Show how

bracelets and rings) Keep the display by cash or

outfit as a customer is trying it on Romance the

Each one of our pieces has an unique name with a

12 UPSELLING TECHNIQUES PAIRING AND STACKING Show how pieces are meant to be worn (i.e. stack on bracelets and rings) Keep the display by cash or front of the store Incorporate pieces into an outfit as a customer is trying it on Romance the piece. Each one of our pieces has an unique name with a story that can easily start a conversation when selling a piece of Vitaly. Check out our website to learn more!

13 V I TA LY O N I N S TA G R A M 320,000+ FOLLOWERS V I TA LY D E S I G N. C O M ORIGINAL + FAN GENERATED CONTENT LIKES PER V I TA LY D E S I G N # V I TA LY E V E R Y DAY

14 VITALY ONLINE Our website is stacked with information on all our latest jewelry, clothing and watches to serve customers better! If you have a question that our sales training booklet or website cannot answer, please contact your Vitaly Sales Manager.

PERFUMES FOR HER. 60. Swarovski Dragon Pendant US$ 129 SWAROVSKI.COM

PERFUMES FOR HER. 60. Swarovski Dragon Pendant US$ 129 SWAROVSKI.COM SWAROVSKI.COM PERFUMES FOR HER 60. Swarovski Dragon Pendant Inspired by the legendary Chinese dragon, this fascinating pendant symbolizes power, strength and luck. The powerful Dragon, as also shown on